Instant Messaging Advertising - Taiwan

The Instant Messaging Advertising market in Taiwan is forecasted to see ad spending reach US$1.13m in 2024.
It is anticipated that ad spending will experience a Compound Annual Growth Rate (CAGR 2024-2030) of 3.28%, leading to a projected market volume of US$1.37m by 2030.
When compared globally, the United States is expected to generate the highest ad spending (US$74.28m in 2024).
The projected average ad spending per internet user in the Instant Messaging Advertising market is US$0.05 in 2024.
Taiwan's Instant Messaging Advertising market is thriving due to the high mobile phone penetration rate and tech-savvy population, making it a prime target for advertisers.

Definition:

Instant Messaging Advertising refers to advertising that delivers promotional messages to potential customers through online chat platforms or applications. This type of ad spending covers various ad formats that appear within or alongside instant messaging conversations, such as instant messaging on Facebook messenger or applications such as WhatsApp, Line, and WeChat.

Additional information:

Instant Messaging Advertising comprises advertising spending and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

The advertising budget used for instant messaging advertisements
Software fees for creating and distributing instant messaging advertisements

Service agencies
Consultant fees
Production costs
Design services

The Instant Messaging Advertising market in Taiwan is experiencing significant growth and development, driven by customer preferences for convenient and personalized communication, as well as local special circumstances and underlying macroeconomic factors. Customer preferences in Taiwan are increasingly leaning towards instant messaging as a preferred method of communication. With the rise of smartphones and the increasing popularity of messaging apps such as LINE and Facebook Messenger, Taiwanese consumers are spending more time on these platforms. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through instant messaging advertising. Trends in the market show that advertisers are capitalizing on the popularity of instant messaging apps by incorporating native advertising and sponsored content into the user experience. This approach allows advertisers to seamlessly integrate their messages into the messaging platform, making it less intrusive and more engaging for users. Additionally, personalized and interactive advertisements are gaining traction, as they provide a more tailored and immersive experience for users. Local special circumstances in Taiwan contribute to the growth of instant messaging advertising. Taiwanese consumers are known for their high smartphone penetration rate and their active engagement with social media platforms. This tech-savvy population is receptive to digital advertising and is more likely to engage with ads that are relevant and personalized. Furthermore, the popularity of e-commerce in Taiwan provides an additional avenue for instant messaging advertising, as brands can leverage messaging apps to drive traffic to their online stores and promote their products. Underlying macroeconomic factors also play a role in the development of the instant messaging advertising market in Taiwan. The country's strong economy and high disposable income levels contribute to increased consumer spending and purchasing power. This creates a favorable environment for advertisers to invest in advertising campaigns and allocate resources towards instant messaging platforms. In conclusion, the Instant Messaging Advertising market in Taiwan is experiencing growth and development due to customer preferences for convenient and personalized communication, local special circumstances such as high smartphone penetration and active social media engagement, as well as underlying macroeconomic factors such as a strong economy and high disposable income levels. Advertisers are capitalizing on these trends by incorporating native advertising, sponsored content, and personalized and interactive advertisements into instant messaging platforms.

Data coverage:

The data encompasses B2B enterprises. Figures are based on Instant Messaging Advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers the advertising budget used for distributing instant messaging advertisements.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., the Statista Consumer Insights Global survey), as well as performance factors (e.g., user penetration, usage). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, number of internet users, and internet coverage. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets. The main drivers are GDP per capita, consumer spending per capita, and internet users.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Data from the Statista Consumer Insights Global survey is reweighted for representativeness.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

All advertising markets across the globe win, yet some win more than others. Ad spending worldwide reached almost 733 billion U.S. dollars in 2023, up less than three percent from the previous year. For comparison, in 2022, Switzerland ranked 20th among the leading economies by gross domestic product (GDP) with a result exceeding 800 billion dollars. Whereas global ad revenues concentrate in areas with either large populations or high purchase power – preferably both – their evolution depends on a larger set of indicators. It was forecast that, in 2024, South Asia will be the world's fastest-growing ad market, and the only out of nine with a double-digit increase rate: 12.1 percent. The second-placed region, comprising the United States and Canada, was projected to see its ad expenditure rise 7.6 percent.